Strategic marketing decisions are informed by data, and that data is best reviewed through a framework. But because different frameworks provide value to the marketing decision maker, you will review and learn how to use best practices for varying data sets. Through these strategic tools, you will apply the core marketing concepts of segmentation, targeting and positioning to a product or service. You will then explore the strategic role of pricing and methods for influencing buying decisions. You will also address common pricing errors and identify instances of pricing mistakes in the market.
This course is designed for professionals in any business or functional area that require a top-level understanding of marketing in order to make informed strategic business decisions for their companies. This includes people involved in making decisions about products and services, pricing, promotion and placement; those who need to interact with the marketing function and its managers; or those working in small organizations or business units without a formal marketing team. Entrepreneurs and executives who need strategic marketing knowledge to inform product planning and positioning will also benefit from this course.